8. ―Content is where I expect
much of the real money
will be made on the
Internet, just as it was in
broadcasting. … Those
who succeed will propel
the Internet forward as a
marketplace of ideas,
experiences, and products
— a marketplace of
content.‖
Bill Gates
Founder, Microsoft
9. ―We have
technology, finally,
that for the first time
in human history
allows people to really
maintain rich
connections with
much larger numbers
of people.‖
Pierre Omidyar
Founder, ebay
10. 4 Critical Commitments to Content
1. Content is a commitment, not a campaign
2. Content takes money or a dedicated person
3. Content must be targeted to specific audiences
4. Content must be distributed aggressively
11. Commit to content curation
Create or have a partner create
Be consistent, be frequent & be interesting
19. Social Media Fast Facts
• 65% use social media regularly (98% teens)
• Continuing to grow (+20% from ‘11 to ‘12)
• 55% of 45-54 have a social media profile
• Fastest growing group is 50-64 year olds
• 67% of B2C and 42% of B2B companies have
acquired a customer via Facebook
• 96% of companies increasing social investment
20. Social Media Business Facts
• Coca-Cola
– 270,000 web visits
– 22.7 Facebook visits
• Social media is now making money
– Facebook more than $5 Billion in revenue for 2012
– Twitter at over $250 Million and expected to hit $1
Billion by 2014
23. The Growth of Mobile
• iOS and Android adoption has grown 10Xs
faster than PC adoption at its peak in the ‗80s
• 2012 – Apple sold 18 million Mac computers
and 200 million mobile devices
• 80% have mobile
• More mobile devices than people in the US
• Mobile overtakes fixed internet access by 2014
24. The Usage of Mobile
• ½ of all local searches are on mobile
• 2.7 hours per day social media on mobile
• 80% of smart phone users spend time w/Apps
• 94% of smartphone users research local
businesses on their phone and 90% take action
• On Black Friday, 24% of purchases were made
on a MOBILE device
36. ―Based on recent studies we‘ve
seen using the newly available
analytic tools to validate digital
campaign effectiveness, digital
marketers will realize there‘s an
enormous amount of leakage in
digital executions. Digital, in
fact, doesn‘t deliver the reach
and coverage with that low
waste that it promises. To
make matters worse, when you
look at the percentage of paid
digital impressions that are
actually viewable, the situation
is even more bleak.‖
37.
38.
39. Every touch point . . . Integration with digital
Integrated campaigns . . . Integrated messages
47. ―It is the people who
figure out how to work
simply in the present,
rather than the people
who mastered the
complexities of the past,
who get to say what
happens in the future.‖
Clay Shirky
Author, Professor
